EMERYVILLE, Calif.--(BUSINESS WIRE)--Today, Clif Bar & Company launched the most significant advertising
campaign in its 27-year history, “Make it Good,” which reflects on its
trailblazing choices to run a different kind of food company. The
campaign leads with a series of quirky commercials including :90 and :30
second anthem spots featuring the CLIF BAR logo’s iconic climber as the
lead character. Purposefully designed to break through the clutter of
typical food advertising, the ads uniquely illustrate the company’s
approach to running a sustainable food company by making intentional
choices for the benefit of people and the planet.

“We’ve been unwaveringly optimistic that sustaining our people,
communities and the planet is not only good for business but it’s simply
better for everyone,” said Gary Erickson, founder and co-CEO of Clif Bar
& Co. “By remaining an independent, family and employee-owned organic
food company, we can make long-term investments to benefit people and
help lessen our footprint on the planet. We hope to inspire others for
more positive action in their communities. That’s why ‘Make it Good’
isn’t just a tagline – it’s a call to action.”

The nutrition bar category leader for nearly two decades, Clif Bar
credits its sustained success to its pioneering Five Aspirations
Business Model, a different way of doing business that doesn’t just
focus on one bottom line. Instead, Clif Bar supports five bottom lines
that focus on sustaining its business, brands, people, planet and
community. In the process, the company has:

Led the way as the first organic energy bar and largest private funder
of organic research in the U.S., purchasing more than 1 billion pounds
of organic ingredients to-date

Made all employees eligible to become owners through an Employee Stock
Ownership Program and offered a living wage at its bakeries

Volunteered 137,416 company hours to community service

Donated $49 million in cash and $35 million in food to those in need

“To us, values don’t just live on a conference room wall – they drive
every decision we make. We hope that this campaign gets people talking
and acting on how their food choices can make a positive impact in the
world,” said Kit Crawford, co-CEO of Clif Bar & Co.

Clif Bar worked with Callen on the creative campaign, led by Founder and
Chief Creative Officer Craig Allen and directed by Andreas Nilsson. Both
partnered on the award-winning Old Spice campaign. Paul Austerberry, an
Academy Award-winner for Shape of Water, contributed to the whimsical
set designs.

“The CLIF logo character speaks for the first time while cycling through
a series of playful vignettes from organic farms to a magical,
sustainable bakery with real people making good, organic food,” said Dan
Hickle, vice president CLIF brand marketing. “The intent of these ads is
to inspire people to ‘Make it Good’ one positive action at a time.”

The ads will first air during the NBA playoffs and the national campaign
will extend to live events, cinemas, and across major media outlets
through June 2019. People will be able to learn more about the campaign
via social media and at summer events across the U.S. To learn more
about Clif Bar’s ongoing commitment to ‘Make it Good’ go to www.clifbar.com/make-it-good.

About Clif Bar & Company

Clif Bar & Company crafts nutritious and organic food including the CLIF®
BAR® energy bar; CLIF Kid®, Nourishing Kids in
Motion® and LUNA®; The Whole Nutrition Bar. Family
and employee-owned, the company is committed to sustaining its people,
brands, business, community and the planet. For more information on Clif
Bar & Company, please visit www.clifbar.com,
check out our Facebook page at www.facebook.com/clifbar
and follow us at www.twitter.com/clifbar
and www.instagram.com/clifbar.